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Consumer Attitude Towards Etihad Airways And Emirates Airlines Marketing Essay

Content
  1. ABSTRACT
  2. INTRODUCTION
  3. PURPOSE WITH THE STUDY
  4. ABOUT EMIRATES AIRLINES AND ETIHAD AIRWAYS
  1. REVIEW WITH THE RELATED LITERATURE
  2. AIR TRANSPORTATION
  3. Travelling by air is probably the most respected travel innovation in the twentieth century, which has allowed the transportation of people in the shortest time and has boosted the demand for long-haul trips. In such simple fact, there is no area of the world has more than a day flying time from every other part (Copper et al, 2008). As a result, air transport takes on an integral role in the form of life. It indicates the fastest manner to send most types of cargo over extended distances, in which people along with cargo may be transported through air either over frequently programmed pathways or even on charters which can be routing particularly made for a grouping of travelers or even exacting consignment. Actually, air carry industry is one of the most excellent prototypes of the prospect world where every individuals action will be integrated as well as administrations, as well companies along with companies (http://pagebox. net/airtransport. html). Thus, it is being the most modern and quickest method of transport that is gathering popularity and one of the diverse styles of transfer; along with air transport has experienced the greatest development.
  4. Moreover, air vehicles has managed before few decades to gain an extremely significant talk about of the transportation market, especially for the actions over 500 kilometres (Copper et al, 2008). Thus, air travel in United Arab Emirates.
  5. DEMOGRAPHIC AND PSYCHOGRAPHIC VARIABLES
  6. ATTITUDES
  7. METHODOLOGY
  8. ATTRIBUTES
  9. EMIRATES AIRLINES
  10. ETIHAD AIRWAYS
  11. ATTRIBUTES
  12. IMPORTANCE
  13. ETIHAD
  14. EMIRATES
  15. Cabin feature
  16. 5
  17. 5
  18. 25
  19. 4
  20. 20
  21. In-flight experience
  22. 5
  23. 3
  24. 15
  25. 5
  26. 25
  27. Young Flyers
  28. 5
  29. 3
  30. 15
  31. 3
  32. 15
  33. Chauffeur - Drive
  34. 5
  35. 2
  36. 10
  37. 3
  38. 15
  39. Baggage Delivery
  40. 5
  41. 4
  42. 20
  43. 2
  44. 10
  45. Services by flight
  46. 5
  47. 3
  48. 15
  49. 4
  50. 20
  51. Airport Facilities
  52. 5
  53. 5
  54. 25
  55. 5
  56. 25
  57. Total
  58. 125
  59. 130
  60. Conclusion:
  61. The flight industry can be an tremendous market as there are more than 900 airlines' companies worldwide with the full total of exceeding of 22, 000 planes, though it has a modest growth rates as it is in its older level of life pattern.
  62. For any new procedure the airline industry is known as to be unattractive, because the demand is low, the competition is fierce and the working costs are increasing.
  63. In conclusion, there is absolutely no correct and abstract business in the market that is more advanced than another thing. Therefore, it could not be said that excellent company is often a far more attractive company set up than monopoly market, which is prohibited for legal reasons. Therefore, each company at the same market system has its own advantages as well as weaknesses along with such benefits community to the sure point.
  64. Additionally, authorities regulates usually placed into power to keep execution of national organizations at a said current economic climate and to get rid of such hurdles which can impediment, these organizations to perform their duties. Therefore, the capacity of countrywide companies like Emirates Airlines or even Etihad Airways is an added value to the whole economy of the united states as well concerning its consumers. However, business shareholders of such companies may experience discord with their own benefits and the nation needs. As a result, when there are firms are achieving companies which have the actual to be changed into respectable effective results.
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ABSTRACT

Attitudes play a pivotal role in influencing a person's behavior. The study of behaviour is the main element to understanding consumer's tendencies towards a particular product or brand. Thus, this case study examines consumers' behaviour towards both leading UAE Airline companies: the Etihad Airways and Emirates airlines.

It must identify how frame of mind influenced consumer tendencies towards Emirates Airlines and Etihad Airways. Wherein, it discusses the different traits of both airlines where consumer attitude verify be of top priority.

INTRODUCTION

This research study will concentrate on study of consumer frame of mind towards the two leading airline companies in United Arab Emirates: Etihad Airways and Emirates airlines. Thus, this research has a substantial impact on how the consumer decision as to how their frame of mind would be towards the several services of both airlines. Consequently services rendered by both aviation companies, consumers certainly decide how both companies react toward and how consumers attitude towards them consequently.

PURPOSE WITH THE STUDY

The principle of the revision is to provide an explanation the consumer attitude towards Etihad Airways and Emirates Airlines through their services/ attributes offered. The study will present the various or some picked variables as the aviation companies' characteristics. Where the consumer would follow up to what company they could be predicated on online advertisements through websites and predicated on their personal post experience. Moreover, it can help the consumer towards decision-making based on the frame of mind towards both companies and for the travel agent to develop their marketing plans designed for the growth as well as development of their development.

ABOUT EMIRATES AIRLINES AND ETIHAD AIRWAYS

UAE two providers are amidst 10 global airlines which have created a group called Aviation Alliance, the main objective which is to finish the "Home Country" statute, that was arranged to throughout the business for Economic Co-operation and Development (OECD) (Gale, 2010) is the fundamental core of the case study; the Emirates airlines and Etihad Airways.

Born as the global airline at the United Arab Emirates over two decades ago, Emirates Flight has been identified often for the quality of their in-flight food, the breadth of the in-flight entertainment, and the grade of their overall services. Emirates has truly gone forward into an internationally significant travel along with travel and leisure multinational. It has known globally for his or her commitment to the uppermost rules of distinction in every areas of their business. It is not only seeing plan as a support but as a crucial in keeping their identification and their competitiveness. Lately, traveling over 100 spots in 60 countries across the world the network is growing constantly. Moreover, with their continuing rapid expansion and motivated to own finest service in the industry within the same time is the trick of Emirate's success (www. emirates. com).

With their award winning, global cabin team moreover one of the youngest, most current fleets which can be flying in the skies, it provides the most comfortable, soothing environment for the moves. With more choices and top quality, their in-flight show options will stay one occupied on an end. In addition, complimentary driver; motivated cars is there for their First Class as well as Business Course passengers in many of the cities they provide. Special services and treatment help take the trouble out of travel for passengers and children, from booking to the arrival. Thus, whether such child is up and about 16 years of age also travelling unaccompanied, or even sixteen months old also travelling in one's lap, their young passengers have the utmost care and treatment. Comfortable and stylish, their fleet has been applauded through industry insiders furthermore passengers the same. Because they use one of the youngest fleets worldwide. Furthermore, regular upgrades indicate we will continue steadily to maintain their people with a preferred airfare experience (www. emirates. com).

On the other hand, Etihad Airways has in just beneath seven years developed itself exactly like the world's foremost airline (www. etihadairways. com). Create Royal (Amiri) order during July 2003, Etihad started commercial operations within November 2003 furthermore have transferred out to turn into the fastest rising airline into the record of business aviation. Its main function is the international air vehicles of passengers, which also apply Etihad Getaways, Etihad Crystal Cargo and a global contact centre company as part of their business position. Furthermore, Abu Dhabi - the administrative centre of U. A. E. , is its hub; where it looks for to consider the best of Arabian hospitality "cultured, considerate, kind and generous" together with improving the standing up of Abu Dhabi. Also, as of Oct 2010, Etihad's fleets of 56 airplane-activated up close 1, 000 flights for every single week, servicing a worldwide set of links of 66 spots within 43 countries and also have 26 code-share agreements set up, building the airline's global network (www. etihadairways. com).

Etihad Airways has different products/ services offering as a "brand". Like, they are offering three gust travel classes; Diamond high grade, as well Pearl Business Category in addition to Coral Overall economy Class. It really is flying on a brand new aeroplanes with the latest in-flight amusement systems, the perfect eating along with unimpeachable service. Stay interested on the flight with E-BOX, the on-demand entertainment system, while enjoying the latest videos, TV shows, music and interactive video games. One can recharge the laptop or mobile phone, or identify the average person devices to the system. Younger friends/ young flyers also have a satisfying experience through Etihad additionally is continuously addition the moderate touches to generate flying memorable experience in favor of the complete family. Furthermore, unique service offered for unaccompanied minors, if the child is between 5 and 11 years of age inclusively and travelling alone, they treated differently. Thus, after checking-in, the kid is their responsibility. Finally, in the business lead landing, they'll be initiated to an Etihad land host, who will go with them through air-port immigration to arrivals and give them to the parent or guardian. On the airport, the warm welcome commences a long time before the trip will take off moreover endures for an extended time later than one must got. Terminal one of Abu Dhabi AIRPORT TERMINAL has an outstanding facilities situated next to Etihad Terminal 3. While Abu Dhabi AIRPORT TERMINAL Etihad's Terminal 3 is a leading benefit for their friends, as enjoying a recent, spacious and luxurious station at the same time. Connecting people from Abu Dhabi AIRPORT TERMINAL is also one of the Etihad's services. Guests moving involving plane tickets at Abu Dhabi Airport terminal may get the benefit of the facilities in mutually Terminals 1 as well as 3. As if one is picking up a visitor from the airport terminal. It will think it is easy to locate the guests. An extended service from its official hub to the other airports, providing more than 60 vacation spots international Etihad Airways spans the earth. At the air port, or any other leading international airports they can offer you a stroller to help you through the air-port, and then for the Stone First and Pearl Business, their latest LIVING ROOM at Abu Dhabi source soft toys and games, besides relaxed seats, along with literature, games as well as experienced nannies. Furthermore, of course, there are always lots of of Etihad staffs to provide a caring hand. Moreover at Abu Dhabi Airport, they give a designated UM (unaccompanied minors) lounge. While looking forward to Etihad airfare needs not be an annoying understanding, thus, they provide departure lounge facilities to their Diamonds first and Pearl Business Guests at all the vacation spots they operate from, so stay some time and relax. Etihad chauffeurs, their top quality limousine service, create a distinctive door-to-door experience because of their Diamond HIGH GRADE and Pearl School guests. It offers one of the most modern fleet on the planet. Their all-new fleet offers one the world's modern flight deck in addition represents the eventual in performance, as well operational competence, along with prolonged cabin space in addition to enlarged soaring field. For other services, consequently baggage information, they have put together everything you can need to be able to develop a trip. However, if lost suitcases has been declared and also have already educated the Etihad of the lost baggage they can certainly follow it through their world tracer services. (www. etihadairways. com)

Since both two airlines posses its own characteristics and various products/ services are recommended therefore will serve as the set of variable or attributes in evaluating both airlines in the extent to that they believe that both "brands" posses through list these qualities.

REVIEW WITH THE RELATED LITERATURE

AIR TRANSPORTATION

Travelling by air is probably the most respected travel innovation in the twentieth century, which has allowed the transportation of people in the shortest time and has boosted the demand for long-haul trips. In such simple fact, there is no area of the world has more than a day flying time from every other part (Copper et al, 2008). As a result, air transport takes on an integral role in the form of life. It indicates the fastest manner to send most types of cargo over extended distances, in which people along with cargo may be transported through air either over frequently programmed pathways or even on charters which can be routing particularly made for a grouping of travelers or even exacting consignment. Actually, air carry industry is one of the most excellent prototypes of the prospect world where every individuals action will be integrated as well as administrations, as well companies along with companies (http://pagebox. net/airtransport. html). Thus, it is being the most modern and quickest method of transport that is gathering popularity and one of the diverse styles of transfer; along with air transport has experienced the greatest development.

Moreover, air vehicles has managed before few decades to gain an extremely significant talk about of the transportation market, especially for the actions over 500 kilometres (Copper et al, 2008). Thus, air travel in United Arab Emirates.

DEMOGRAPHIC AND PSYCHOGRAPHIC VARIABLES

Demographic information as cited by Albo (2009) is the kind of material that could be categorized along with tagged commencing a statistical standpoint. Furthermore, it's the average or even distinctive characteristics of the individuals who purchase products. These characteristics contain age, status, income, education, besides kind of occupation, as well region of the united states, or else home size. Things like race, gender, religion, also can include the get older of the kids, the status of the home ownership, one's home value, etc. Albo emphasized that demographic information includes the facts and nothing else.

On the other hand, Albo (2009) identifies psycho-graphic information instead of demographic information, which is not quantifiable with volumes. It characterizes how the marketplace considers, what they really want, how they carry out their day-to-day livings, what is necessary to them and how they make purchasing decisions. Further, it offers people's lifestyle and action. However, they like to have holiday with the kinds of interest they could have. This consists of the ideals they hold, beside that they behave. Additionally, it includes personality type; introvert or extrovert, high / low ego drive, unbiased, compulsive, gregarious, and group worker (Copper et al, 2008).

Thus, getting such information is a decisive element in conducting research study to those people who have bought the merchandise or services which were being made available from the company. This is such to hone this information to match the marketing needs. Also, necessitate realizing jointly demographics as well as psychographics to be able to promote in addition to sell the product effectively. Furthermore, in order to complement the consumer's characteristics of the advertising to choose with the characteristics of the desired purchasers. Thus, this act may cause for losing valuable dollars on lost advertising and marketing will be averted.

ATTITUDES

Attitudes are related to drive are presumed to accomplish social habit, can exist with regards to any object, and can be transformed; however, of interest to marketing and sales communications is how behaviour to places and services can be affected (McCabe, 2009). Hence, attitude is damaged, as it has been recognized as a discovered predisposition that jobs positive or even negative attitudes permanently toward several items worldwide. These are the tangible and intangible objects on the path to which one can form an frame of mind are called attitude objects. In consequence, attitudes influence just how we think, behave, and are therefore important for the marketers who assess them to recognize what sort of consumer acts. Furthermore, have certain characteristics.

On the other palm, exactly what is a consumer behavior? One "official" meaning for consumer patterns according to Perner (2010) is the study of individuals. Organizations, or organizations and the procedure they exercise to choose, as well secured, utilize, and arrange of products, besides services, as well experiences, or even ideas, in order to assure demands along with the affects these progressions encompass on the consumer as well as population. " Where in a few useful details consumer behavior consists of services and ideas. That is as well as tangible products with the engagement useful and removal of the products. Further, it is certainly study of how they are ordered. Alternatively, such product, this is generally used of sizeable interest to the marketer. It is because they could persuade what sort of product is superlative positioned or even how we may support amplified usage.

The development of consumer attitudes according to Gogia (2010) is highly affected by personal experience, the impact of the family and friends, direct marketing and media. However, they are shaped, even as develop, based on the atmosphere in which we develop. Alternatively, attitudes may either be of high or even low level combined with the strength is determined by the energy of the conviction with that your person believes in them. Thus, how are these demographic and psycho visual variable affect consumers' behaviors, where the researchers are worried? Gogia (2010) shown a list on high each variable influenced consumer's behaviour:

Further to that discussions, recognizing the importance of direct experience, whereas marketers often make an effort to encourage test of new-fangled products. That is done through present cents-off coupons or soft free samples. On the other hand, if product thrilled the needs of the buyer, it will set up a positive attitude, moreover will move up sale.

Direct and go through the principal means through which attitudes towards goods in addition to services are shaped id completely the consumer's direct understanding whereas aggravating in addition to analyzing them.

Influence of family and friends: as we've been exposed to others, particularly family, as well good friends, in addition to accepted individuals, we form behaviour that pressure the life. The family is extremely valuable source of pressure in the settings of attitudes, for it is the family that makes available us through many of the essential ideals furthermore a wide variety of beliefs.

Direct marketing: marketers are little by little more using extremely targeted immediate marketing programs toward targeting little consumer's niches through products as well as services that vigorous their passions in addition to lifestyles.

Commencing the marketing position of perspective this is based on the require fulfillment of an buying action. McCabe (2010) presented Solomon's outline of the four main functions that attitude performs:

Utilitarian - related to basics of pleasure and pain; positive attitudes are made towards products which give a pleasurable experience in which consumers buy products to satisfy their necessitate, get pleasure from a little advantage, obtain several further features and receive after sales service. If indeed they it as for each and every of their prospects, they stretch a good attitude towards that product. However, if not when compared to a negative attitude is developed. Marketers usually stress and point out the positive stages of these products to form a positive attitude.

Value-expressive- attitudes that are related to individuality and an individual's value. These behaviour form a substantial strand of research on lifestyle which looks at how consumers' activities, hobbies and opinions express their prices/ identities as people. Hence, the value of ideals in the life span can't be over emphasized. We learn it through the upbringing and training. Therefore, such value system sets off or even gives confidence the potential buyers to purchase promised products associated to smoking, as well drugs, besides environment, even health, wildlife, ethics.

Ego-defensive - attitudes that are shaped to safeguard a person against exterior threats or inner feelings. So, we all have been worried about self-esteem and ego and always to attempt to secure lookout those. Moreover, products associated to improving the type or even self-esteem is the prospective of such a kind of attitude.

Knowledge function - attitudes which are made in response to the need for structure and meaning, as like a man continues to be inquiring, curious, looking for knowledge. Furthermore, he gains ground breaking information as well as thoughtful about the merchandise as well as services which assist in creating, as well modifying, along with changing the frame of mind towards it.

McCabe (2010) stressed the importance to comprehend these functions, since if the internet entrepreneur is aware which functions the product/ service functions or put another way the way the product benefits the consumer. Wherein, they can create communications which showcase these benefits.

Since consumer habit is the revision of when, how, why also where people do or even do not purchase, it will involve the internal process that consumers bear in distinguishing demands, also discovery ways to resolve these requirements, besides making purchase decisions, as well interpret information, along with make plans, in addition to execute these programs.

Perner (2010) emphasized that consumer behaviour are a amalgamated of consumer's values, emotions about, along with behavioral motives headed for a few object; inside the problem of marketing, frequently in a brandname. Consequently these components are away looked jointly as they are extremely interdependent also alongside one another correspond to forces that persuade the way the consumer will respond toward the object.

This research is trying to find out how Emirates Airlines and Etihad Airways provide their products in services in conditions of punctuality, services by airfare, in-flight experiences, young flyers, the fleet and the cabin features. Additionally, if the business began to get, consolidate and analyze the customers' information to be able to understand their needs, probably they could become a more profitable company. Along with the above-mentioned features and services which the consumers' key concerns would be organized and prioritized, the business is already putting the customers' forefront. The realization of a customer-oriented business and boosting customers' value resulted for a successfully more profitable airline.

METHODOLOGY

This research paper will use a couple of the questionnaire as a study into two. One set of a questionnaire require the personal information with demographic and psycho visual variables that could probably impact the consumers' attitude. Although other form use a rating size, which rates some attributes from "poor" to "excellent". Both are a closed-end questions category.

The researcher will use the Fishbein method of attitude measurement through evaluating how attitude influences the consumer's patterns towards the two leading U. A. E. airlines in conditions of their products offered.

*Excellent - 5 *Very Good - 4 *Good - 3 * Rational - 2 *Poor - 1

ATTRIBUTES

EMIRATES AIRLINES

ETIHAD AIRWAYS

Cabin Feature

5

4

In-flight Experience

3

5

Young Flyers

3

3

Chauffeur - drive

2

3

Baggage Delivery

4

1

Services by Flight

3

4

Airport Facilities

5

5

ATTRIBUTES

IMPORTANCE

RATING

ETIHAD

AIRWAYS

EMIRATES

AIRLINES

Cabin feature

5

5

25

4

20

In-flight experience

5

3

15

5

25

Young Flyers

5

3

15

3

15

Chauffeur - Drive

5

2

10

3

15

Baggage Delivery

5

4

20

2

10

Services by flight

5

3

15

4

20

Airport Facilities

5

5

25

5

25

Total

125

130

Conclusion:

The flight industry can be an tremendous market as there are more than 900 airlines' companies worldwide with the full total of exceeding of 22, 000 planes, though it has a modest growth rates as it is in its older level of life pattern.

For any new procedure the airline industry is known as to be unattractive, because the demand is low, the competition is fierce and the working costs are increasing.

In conclusion, there is absolutely no correct and abstract business in the market that is more advanced than another thing. Therefore, it could not be said that excellent company is often a far more attractive company set up than monopoly market, which is prohibited for legal reasons. Therefore, each company at the same market system has its own advantages as well as weaknesses along with such benefits community to the sure point.

Additionally, authorities regulates usually placed into power to keep execution of national organizations at a said current economic climate and to get rid of such hurdles which can impediment, these organizations to perform their duties. Therefore, the capacity of countrywide companies like Emirates Airlines or even Etihad Airways is an added value to the whole economy of the united states as well concerning its consumers. However, business shareholders of such companies may experience discord with their own benefits and the nation needs. As a result, when there are firms are achieving companies which have the actual to be changed into respectable effective results.

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